KFC cancels meeting with Enviros - Continues trashing forests

YUM’s David Novak was awarded best CEO of the year at a dinner event at New York’s stock exchange. This won’t be a surprise in corporate circles; after 15 years at YUM! Brands and releasing his own book on management ‘Taking People with You’, Novak is known for his leadership.

We have to question though what real leadership actually looks like, as YUM!, the company group Novak leads, seems to have no problem with rainforests being trashed for KFC’s throw away packaging.

We would also question what Novak really means by ‘taking people with you’, as we see YUM! systematically ignoring people around the world, including their customers, who are calling for rainforest protection.

Whether Mr. Novak acknowledges it or not, Indonesian rainforests, which are home to endangered species such as the Sumatran tiger and a critical defense against climate change are sadly ending up in KFC’s chicken buckets and French fries holders.

Both YUM! and KFC, one of their best known brands around the world, need to put in place policies to exclude rainforest destruction from their supply chains.

As with Dogwood, YUM! has ignored Greenpeace’s letters and attempts to start a dialogue for years – and since launching our most recent campaign exposing rainforests in KFC’s packaging, they have simply denied any involvement with Indonesia rainforest destroyer Asia Pulp and Paper, despite our independent evidence.

Novak’s refusal to talk with critics is a major weakness that this award risks covering up. He is lagging behind his peers at Timberland, McDonald’s, Unilever and Nestlé who have not only taken on board NGO criticism but used it to develop stronger corporate policy to protect rainforests, which has ultimately strengthened their brands and reduced their exposure to risk.